Ask an Executive: How Can I Make the Most of a Limited Marketing Budget?

Readers are invited to submit a question which we will then pose to one of our Forbes Councils members. This group is full of knowledge and experience — we’re eager to share their insights with you.

Question: How Can I Make the Most of a Limited Marketing Budget?

I’m doing my best to get the word out about my startup, but I have a very limited marketing budget. Do you have any advice for free or low-cost marketing strategies that can help me get noticed?

Meet our Executive: Lori McKnight, VP Recognition, CSI Stars

Lori McKnight, Forbes Communications Council, serves as VP for CSI Stars. She writes and speaks about ways we can make the world and workplace a more positive place. She has learned that business success is directly related to leaders who recognize and nurture talent, inspiring others to reach their potential, and strongly believes that all expressions of thanks, no matter how small, when multiplied by many will transform lives and cultures.

Answer: Use Creative, Personal Tactics

I’ve always worked for start-ups and companies with small to non-existent marketing budgets. Here are a few things that have worked for us.

1. Custom drop-offs (keyword being “drop-off”). Sales reps are required to drop in to the office and hand the package to the receptionist or prospect. Surprisingly, this makes a difference. We include a personalized gift with the prospect’s initials (in the packaging we sell) along with a letter and visual one-pager on how we can help them.

2. We host webinars on trending topics and promote through SharpSpring (our marketing automation system). We have also participated in industry webinars, although this can have a cost associated. Both always generate leads willing to chat further.

3. PR via social media. I try to connect with key influencers (media or well-known people in our industry) so they follow us on social media in the hope that they will share our posts and engage in what we’re doing. I comment on and share their posts, and this has actually lead to being interviewed for podcasts and quoted in publications without spending a cent.

I’ve learned that there is no silver bullet, and what works for one prospect might not for others. The process takes a lot of creativity and perseverance.